marketing interactive

CHAGEE is betting on playfulness to engage younger, lifestyle-conscious consumers across Southeast Asia. The modern tea brand has teamed up with POP MART’s popular character Hacipupu to launch the limited-time ‘Green grape milk tea’, alongside exclusive collectible merchandise. The campaign, which spans Singapore, Malaysia, Indonesia, and Thailand this September, aims to merge the ritual of tea drinking with the excitement of lifestyle collectibles. At the heart of the collaboration is “CHAGEE’s little champion”, a tennis-inspired pop-up experience designed to drive foot traffic and social sharing.  Don’t miss: How CHAGEE brews team pride with its new mix-and-match uniforms At the pop-up experience, visitors can complete the ‘Dream stamp collection journey’ across multiple interactive stations including tea tasting, photo opportunities with Hacipupu, tennis games, and merch customisation to earn exclusive prizes and limited-edition merchandise. The campaign leverages a multi-market approach, tailoring experiences to local behaviours to turn a simple beverage launch into a lifestyle event. In Singapore, the The Star Vista pop-up plays to café-hopping culture, while Malaysia integrates outlet activations at The Gardens Mall, North Atrium. Thailand and Indonesia will both focus on interactive game zones and photo opportunities at Central Park (G Floor) and Mall Kota Kasablanca respectively. The product itself supports the campaign narrative. The ‘Green grape milk tea’ combines Xinjiang emerald grapes with Zhejiang green tea, offering a refreshing, low-calorie option that aligns with the wellness positioning. A milk-free variant, the ‘Green grape brewed tea’, highlights CHAGEE’s focus on providing choice and versatility to consumers. Limited-edition merchandise and collectibles including pins, squishies, keychains, and bottles reinforce the collaboration’s dual appeal: a treat for both tea lovers and POP MART collectors. The scarcity and novelty of these items are expected to drive social buzz and repeat visits. “At CHAGEE, everything we do is rooted in connection — connecting people with tea, with culture, and with one another. This collaboration with POP MART and Hacipupu is a fun way to share that spirit, combining the joy of tea with the excitement of collecting,” said Li Simeng, director of branding and marketing, CHAGEE APAC. “For us, it’s more than just a campaign. It shows how CHAGEE can create moments that people enjoy together across our markets,” Li added.  The collaboration follows CHAGEE’s recent expansion into the Philippines,where the brand officially opened its first three branches on 29 August at SM North EDSA, Robinsons Galleria, and Venice Grand Canal Mall. The launch featured actor Rabin Angeles and included insights from CHAGEE’s regional leaders on how centuries-old tea traditions can resonate with younger, fast-paced consumers. This regional push signals CHAGEE’s broader strategy to position itself as a lifestyle brand across Southeast Asia, using localised activations and playful collaborations to build brand relevance and connection. Related articles:  CHAGEE MY steeps tradition in telepuk collab with National Textile Museum for 6th anniversary  CHAGEE’s new Bes-tea plushies are here to spill the cute in MY, SG, TH  CHAGEE SG tumbles into Wonderland with whimsical earl grey tea pop-up  source

Great Eastern Singapore has unveiled its latest brand film, a cinematic ode to resilience that pairs raw emotion with storytelling that feels both intimate and universal. Created in close collaboration with Directors Think Tank founder Rajay Singh and BLKJ Havas Singapore, the campaign showcases the strength to keep moving forward even through life’s hardest storms. The film follows the journeys of four individuals navigating personal challenges — setbacks, moments of doubt, and struggles — yet finding courage to push on, laugh, and dance despite life’s weight. Don’t miss: Great Eastern refreshes logo as it marks 117 years Central to the narrative is the insurance giant itself, portrayed as a quiet pillar of protection and confidence behind each story. Carrying the emotional arc is a reimagined version of Andra Day’s iconic track Rise Up, which elevates each beat of the campaign and complements Singh’s focus on authentic human stories. “We shot the film over four days, moving between real-life moments and stylized flashbacks that show the struggles each person faces,” said Singh. “That mix of reality and drama makes the emotions more powerful, while still leaving space for hope. The collaboration with BLKJ Havas was also key – with so many ideas and discussions shaping how the story came to life. I’m really thankful to the team for their support throughout,” he added.  The campaign comes as Great Eastern Singapore marks its 117th anniversary, a milestone that coincides with a refreshed corporate identity and a set of strategic growth priorities, signalling a new chapter in the insurer’s transformation into a forward-looking, data-driven, and future-ready organisation. Central to the revamp is a modernised logo, which reinterprets the company’s iconic lion motif. Each element carries symbolic meaning: the tail represents leadership and communication, the paw signifies confident forward strides, the mane reflects ambition and passion, and the eyes are fixed firmly on the future. The bolder wordmark projects confidence, while the updated tagline, “An OCBC Company,” unifies the Group’s identity across its life, general, takaful and financial advisory offerings, reinforcing its position as a cohesive, forward-focused brand. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join the industry’s leading marketers at Digital Marketing Asia 2025 Malaysia on 30 October to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond. Related articles:  Great Eastern chief marketer Colin Chan to step down after 30 years  Former marketer Kwek-Perroy Li Choo takes on newly created MD role at Great Eastern  Great Eastern SG picks new integrated media agency  source

Canadian non-profit organisation Kids Help Phone (KHP) has launched the latest chapter of its “Feel out loud” campaign, incorporating The Beatles’ iconic song Help! to spotlight youth mental health. The film, created to reflect the real experiences of young people, translates anonymized insights from over 50 million real-time conversations into cinematic metaphors. Each scene in the campaign visualises the challenges youth face whether it’s the loss of a parent, porn addiction, self-harm, bullying, sexual abuse and more. By reinterpreting a timeless song through the voices of today’s youth, KHP underscores that help is available for all feelings and every type of crisis. The fall launch is strategic, coinciding with back-to-school, one of the most stressful periods for youth. KHP’s data shows that text interactions rose 18% between July and October 2024, with conversations about anxiety and stress increasing more than 20%. Other topics include sexual abuse, economic pressures, and identity challenges. Don’t miss: Jobstreet by SEEK launches ‘We see you’ to break silence on workplace mental health  “Help isn’t about weakness, it’s about possibility. Every day, young people reach out to us in different ways, and about different things. There is no issue too big or feeling too small. For more than 36 years, KHP has been here to listen and respond, and we’ll continue to be here, 24/7, as the challenges facing young people evolve,” said Susan Morris, interim president and CEO, Kids Help Phone. “With this film, we wanted to take an anthem everyone knows and reimagine it through the voices of young people today. The choice to reinterpret Help! was intentional, it’s timeless, but now it carries the weight of modern realities. Every lyric, every frame reflects what youth tell us in their own words: that help looks different for each of them,” explained Rebecca Stutley, group head and executive vice President, brand, storytelling and communications. The campaign aims to make mental health support more relatable and accessible, demonstrating that reaching out is simple, free, and always available via phone, text, or online chat. “Feel out loud” also encourages adults to donate to ensure all youth have access to life-saving services. By pairing a globally recognized song with real youth experiences, KHP is harnessing the emotional power of music to communicate that no issue is too big, and no feeling is too small, for young people to seek support. “Young people connect with us across a wide spectrum of needs: some in moments of acute crisis, and others to process stress, identity, or relationships. By grounding this campaign in youth experiences, we’re showing that KHP is built to respond to all of it, from moments of crisis to the heavy feelings, with the right level of support, whenever and however youth choose to reach out,” explained Alisa Simon, group head and executive vice president, eMental health transformation and clinical services. “Young people are navigating challenges in ways that the traditional mental health system simply wasn’t built for. At KHP, we know that responsive, inclusive and innovative support isn’t optional—it’s essential. Our approach is driven by bold innovation, grounded in clinical expertise, and built with safety at its core —because that’s what young people deserve,” added Justin Scaini, group head and executive vice president, strategy, innovation and transformation.  Music has long been recognised as a powerful tool for supporting mental health, with studies showing it can reduce stress, elevate mood, and promote emotional expression. Mental health campaigns are increasingly leveraging music to connect with youth and communicate messages of resilience and self-care. In Singapore, electricity retailer Geneco collaborated with award-winning singer-songwriter Sherman Zhuo to release Endless Shine on YouTube and Spotify. Composed by Zhuo, the song reflects his personal journey of overcoming mental health challenges and societal expectations, celebrating the joy found in life’s small moments. Meanwhile, in recognition of World Mental Health Day on 10 October, McDonald’s Singapore launched its youth mental wellness initiative, “Lovin’ Me”. At the heart of the campaign is an original anthem and music video that chronicles the emotional experiences of young people. With lyrics centered on self-love, resilience, and acceptance, the anthem serves as a rallying cry for youth to embrace and celebrate their unique selves. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join the industry’s leading marketers at Digital Marketing Asia 2025 Malaysia on 30 October to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond. Related articles:  Geneco celebrates the beauty of losing your way in latest mental health campaign  The Push-Up Challenge launches ‘Your Push is Power’ campaign to rally Australians for mental health  ASICS and Brian Cox want you to leave your desk and move more for your mental health  source

As artificial intelligence reshapes marketing, brands are eager to adopt AI tools, but Nur Raihana and Jason Pua, GMP (Google marketing platform) consultants at Ayudante APAC, stress that AI is not a silver bullet. Without a strong data foundation, it can produce unreliable insights. Founded in Japan in 2001 as the country’s first SEO agency, Ayudante has grown into a regional digital consulting firm focused on SEO, analytics, digital advertising, and measurement. It works with global brands like Singapore Airlines, Uniqlo, and Fujifilm, helping them tackle fragmented data systems and align measurement strategies with business outcomes. “From the beginning, it’s always been about helping brands to navigate digital complexity,” Raihana said. “Our core focus areas are SEO, data measurement, analytics platform development, and digital advertising. But what we really solve for is the fragmentation that a lot of organizations face in their data.” Addressing common misconceptions Many brands assume AI can fix messy or incomplete data. “There’s this mindset that bringing in an AI tool will somehow magically solve all of their existing data issues,” Raihana explained. “The reality is that AI is only as smart as the measurement ecosystem it’s built on. If the data is incomplete or disconnected, the outputs will be unreliable and misleading.” She added: Just because something is measurable doesn’t mean it’s useful. Are we tracking data that actually matters, or just what’s easy to collect? Raihana highlighted three pillars of a strong data infrastructure: Consistency: Standardizing data capture across websites, apps, CRM systems, and ad platforms. Connectivity: Linking data points to provide a full view of the customer journey. Scalability: Ensuring infrastructure grows with the business, supporting new markets, platforms, and AI initiatives. “Measurement isn’t a one-off project. It has to grow as your company evolves and scales,” she said. AI as a tool, not a replacement AI can reveal insights traditional methods might miss. Pua shared, “Using machine learning to analyse user behaviour, we were able to spot very interesting patterns, like specific user actions or demographics that are more likely to lead to a sale or conversion.” However, he emphasised, “AI is actually more to help us validate or refine marketers’ thinking or hypothesis. It’s not about leaving it to AI to discover insights independently.” Pua added that AI is about efficiency, not replacement. We cannot expect a silver bullet mindset, where we apply AI to everything and come up with things that don’t exist in the first place. Strong data foundations remain critical: “The resilience of the foundation we built from the beginning, how those data fit into AI models, is super critical and key.” Looking ahead, both consultants see AI transforming creative content and real-time analytics. “Generative AI is going to revolutionize that space. Using real-time analytics, we can power things like hyper-personalisation, where content constantly updates according to interactions, preferences, and behaviour,” Pua said. Join Ayudante APAC’s chairman and CEO, Naohiro Yamaura, at Digital Marketing Asia 2025 in Singapore on 24–25 September, where he will share a case study titled: “The future of AI-powered marketing measurement: building a resilient data foundation for growth“. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.  This article was written in collaboration with Ayudante APAC. source

Over the weekend, videos of a mysterious “lightning ball” in Tampines, Pasir Ris, and Yishun swept across social media. The purple orb, dubbed a “lightning ball” by netizens, appeared to float in midair, striking anything in its path. The first video, posted on TikTok by @sundayannab1 on 19 September, featured dashcam footage of a car ride, with a female passenger heard urging the driver to pull over. The clip has since amassed 3.7 million views and 137,000 likes. Subsequent videos showed the same purple orb at Pasir Ris Park at night and a void deck in Yishun. In the comments, netizens were split: some speculated it was a genuine “ball lightning” phenomenon, while others claimed it was AI-generated. Others made light of it, jokingly comparing the orb to Pokémon characters or Mobile legends: Bang bang. Don’t miss: Wingstop SG Instagram account “hacked” by unhinged hardcore fan in marketing stunt  Yesterday (22 September), multi-currency mobile wallet YouTrip revealed on Instagram that the viral sightings were part of its campaign to unveil its birthday mascot, Trippie. In a video, the orb travels from Tampines, Pasir Ris, and Yishun before arriving at Jewel Changi Airport, where it strikes a green luggage bag. The bag bursts open to reveal three purple dinosaurs (YouTrippie, OniTrippie and Baby Trippie), leaping out excitedly and ready to explore the world. In conversation with MARKETING-INTERACTIVE, YouTrip said that its always looking for fresh, creative ways to connect with its users.  “Beyond the common love for travel and great deals, we notice Singaporeans have a keen interest in unique and mysterious sightings. By tapping into that natural curiosity, we managed to be attention-grabbing in today’s digital-overload environment and generate organic excitement for our upcoming birthday celebration,” explained YouTrip.  This isn’t the first time YouTrip has pulled off such a stunt. In April, the brand released videos of mysterious purple clouds over Johor Bahru, which went viral on TikTok with over three million views. The campaign coincided with the launch of its new MYR wallet, with promotions including free shuttle rides across the causeway and 3% cashback on MYR transactions for customers spending a minimum cumulative amount of S$200. According to YouTrip, these campaigns succeeded because they captured attention in a playful yet relatable way, showing how YouTrip brings innovation not just through its products, but also through experiences and stories it shares with its community.  “Ultimately these efforts reinforce our mission of empowering people to explore the world with ease and embrace the joy of new experiences,” it added.  Following the stunt, YouTrip will be celebrating its anniversary with its users through a series of upcoming initiatives planned surrounding Trippie, including limited-edition blind boxes when users spend a minimum of S$300 and a Trippe hunt from 30 September to 14 October.  A special birthday pop-up will also take place this weekend at Ngee Ann City basement 2 with exclusive merchandise, games, photo opportunities and complimentary donuts by Mister Donut.  “Making travel seamless, rewarding, and inspiring is at the heart of everything we do. Beyond simplifying cross-border payments, YouTrip strives to create experiences that capture the magic and excitement of travel itself,” said Kelvin Lam, chief operating officer, YouTrip. “This campaign reflects our commitment to connecting with our community in unexpected ways—sparking conversations, fueling wanderlust, and empowering everyone to seek greater adventures,” he added.  These types of stunts are becoming increasingly common, with brands such as Lazada joining the fray. A recent four-part TikTok series by @sixthsensemagic captured Singaporeans’ attention with a viral “cheating scandal” — though it was entirely staged. The videos, released in late August, follow an anonymous woman discovering her husband’s supposed affair, including late-night WhatsApp messages, mysterious purchases, and a confrontation outside a HDB block. A few days later, Lazada revealed the series was part of a campaign for its “9.9 mega brands sale.” The final clip showed the twist: the husband was simply hiding Lazada purchases to avoid overpaying, and the woman arrived with her own boyfriend and a trolley of boxes. The stunt concluded by encouraging viewers to check out Lazada and redeem vouchers of up to S$99, highlighting how playful, narrative-driven content is increasingly being used to drive engagement and sales. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.  Related articles:  McDonald’s MY puts the ‘golden’ in Bukit Bintang’s golden triangle with DOOH stunt This shocking ‘wedding-cheating’ drama is actually a Lazada ad  Interview: Lazada’s CMO on the haunted CCTV footage that was actually an ad  source

NikeSKIMS, a new brand created by Nike and SKIMS to redefine women’s activewear, has released a film to promote its first apparel collection. Titled Bodies at work, the film aims to present NikeSKIMS’s vision of serving women who are redefining what it means to be an athlete today, featuring stylish and feminine designs that make users feel confident and empowered. The campaign features more than 50 athletes from across the Nike portfolio, including Jordan Chiles, Romane Dicko, Beatriz Hatz, Chloe Kim, Nelly Korda, Sha’Carri Richardson, Madisen Skinner and Serena Williams, along with SKIMS co-founder and chief creative officer Kim Kardashian. They model the NikeSKIMS collection while engaging in various sports. The first NikeSKIMS collection will be available from 26 September at Nike and NikeSKIMS’ websites, as well as select Nike and SKIMS retail locations, including flagship stores from both brands in New York City and Los Angeles. It has introduced three core collections that will be updated season over season, as well as four new seasonal collections. The three collections include Matte, designed with innovative fabric and powered by Nike’s Dri-FIT performance technology; Shine, which features supportive and sleek styles with quick-drying technology, a subtle sheen finish, and a stretchy feel; and Airy, offering seven breathable, mesh-inspired knit pieces intended for layering and movement. Complementing the core NikeSKIMS apparel, the four seasonal collections include the vintage seamless collection for a vintage look, the sleek Matte Tricot layering pieces, semi-sheer weightless layers for low-impact activities, and the shiny nylon oversized pants for added style. All styles are on display in a film directed by Janicza Bravo and campaign photography from Luis Alberto Rodriguez and Rob Woodcox. Both aim to showcase the power and beauty of the body while emphasising the individuality of women across all levels of sport. It also builds on Nike’s broader dedication to growing its women’s business, inspiring women and girls around the world to dream big and enabling them in their pursuit. “NikeSKIMS’ ‘Bodies at work’ film celebrates every woman’s strength and power. Our mission is clear: to redefine women’s activewear without compromise. This collection brings together cutting-edge performance with bold, style-forward design, empowering athletes – from elite competitors to everyday gym enthusiasts – to move effortlessly and conquer their goals with confidence,” said Kardashian. Nike president Amy Montagne described NikeSKIMS as a bold evolution in how women experience sport. Together with SKIMS, we’re delivering what no other brand can,” she said. “It’s part of Nike’s broader commitment to her: uncompromising product innovation that moves and celebrates women.” Don’t miss: Nike and SKIMS form NikeSKIMS to transform women’s activewear Established in February this year, NikeSKIMS combines Nike’s expertise in sports innovation with SKIMS’ form-flattering design, the collaboration aiming to revolutionise training apparel, footwear, and accessories for female athletes worldwide. Designed to empower women in sport and movement, NikeSKIMS represents a fusion of innovation and inclusivity, ensuring that every body is celebrated and supported, according to a release. A global rollout is set for 2026, expanding into new markets and wholesale partnerships. Take your brand to new heights with cutting-edge AI strategies, innovative technology, and data-powered experiences. Don’t miss Digital Marketing Asia 2025 in Hong Kong on 20-21 October, where 200+ marketing leaders will explore game-changing trends, proven successes, and bold ideas shaping the future. Related articles: Nike and SKIMS form NikeSKIMS to transform women’s activewearNike revives its rallying cry with ‘Why do it?’ campaignNike and Spotify turn music into motivation for girls worldwide source

AirAsia has unveiled its very own typeface, AirAsia Sans. Described as a bold and full of personality, the geometric sans serif font was designed to maintain an approachable personality through design that creates softer textures, a friendly tone and a humanistic touch – all while being modern, said Rudy Khaw, CEO of AirAsia brand co. (Abc.) in conversation with MARKETING-INTERACTIVE.  “We were initially on a hunt for a new typeface when working on a bit of a brand design refresh. After exploring and reviewing some options, we realised that perhaps it’s time for a brand like AirAsia to have its own branded font to give us a strong and consistent identity through a typeface that is not shared,” added Khaw.  Don’t miss: AirAsia Media launches 360° campaign to support Malaysia’s 2025 ASEAN chairmanship  According to AirAsia, the new typeface is intended to go beyond lettering, serving as a visual expression of the brand’s identity across both skies and screens. A key point can be seen in the slanted cuts on some letters, taking inspiration from the upward slant in the AirAsia logo’s baseline as well as the upward motion of an aircraft taking to the skies. The tails on certain letters also offer a more humanistic touch and motion against an otherwise geometrically set. AirAsia Sans also has a set of cursive italic alternates that take inspiration from the font type used in AirAsia’s current logo. While the brand has been using the font for over half a year now, AirAsia sans will be brought across other brands in the group “where it makes sense”, said Khaw. Passengers and fans can also expect to see AirAsia Sans rolled out on boarding passes, billboards, digital platforms and other branded touchpoints. “It’s about owning our brand, our look and our identity in its truest form. It’s really not just a logo nor a colour. Especially as Abc. continues to build as a brand company, we want to place emphasis on the importance of brand in every output – design, voice, writing, photography, action etc,” added Khaw.  AirAsia Sans was created in collaboration with award-winning type foundry HrfType. HrfType was chosen as the airlines wanted to work with a font foundry that was Asean based.  The launch of AirAsia Sans is part of a wider push by AirAsia to strengthen its brand identity through design, storytelling, and digital innovation. Most recently, it expanded its footprint in the digital realm with the official debut of “AirAsia World” on Roblox, creating a new playground for fans to explore the rich cultures of ASEAN through gaming. Built around two central pillars — ASEAN exploration and rewarding experiences — the platform combines immersive gameplay with cultural discovery. Players can explore destinations inspired by ASEAN cities, take on gamified challenges, and collect in-game rewards, offering a virtual way to “travel” before experiencing it in real life. Earlier, AirAsia Brand Co. (Abc.), the brand management and intellectual property arm of Capital A, introduced ‘AirAsia Buds’, an original IP created with Moonbug Entertainment and MiraiLab. The series features four playful characters inspired by the ASEAN region — a thrill-seeking tapir named Tappy, a foodie pygmy elephant named Bam, a trendy orangutan named Ogu, and Biggie, a mischief-making deal hunter from another planet. The characters embody curiosity, teamwork, and love, reflecting AirAsia’s vibrant connection with the community. Steering these creative initiatives is Abc.’s creative director Regan Matthews, who was appointed in October 2024. In his role, Mathews oversees the airline’s creative strategy and helps deliver brand experiences that extend beyond travel, aligning with AirAsia’s vision of becoming an ASEAN creative incubator. Together, these initiatives illustrate AirAsia’s ambition to merge travel, technology, entertainment, and design — with AirAsia Sans serving as a visible and tangible step in this evolving brand strategy. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.  Related articles:  AirAsia takes flight with Dolla for ASEAN Day travel series  AirAsia and Hausboom bottles nostalgia with destination-inspired drinks Going beyond the product: AirAsia’s Rudy Khaw on the airline’s multiple brand IG accounts source

Valentino Garavani has teamed up with Vans for an exclusive sneaker collaboration, unveiled not just through couture-meets-skate design, but via a fully AI-generated campaign. The video opens in stark black and white inside a tiled bathroom before quickly bursting into colour. Red tiles set the scene as models strut in the new sneakers, only for water to suddenly flood the space. In a surreal shift, the camera transports viewers to a beach where the models continue their walk across the sand, spotlighting the collection against contrasting backdrops. The visuals were produced entirely with AI, using original footage from Valentino’s Le Méta Théâtre Des Intimités Fall/Winter 2025-26 show in Paris as a base. Valentino emphasised that all imagery was generated with the informed consent of the models and talents involved. Don’t miss: Creative studio puts fashionistas through pain with impossible Birkin claw machine  The collection itself reinterprets the Vans Authentic, the brand’s first silhouette launched in 1966, through creative director Alessandro Michele’s vision. Six variations for men and women feature sturdy canvas uppers, co-branded insoles and packaging that reimagines Vans’ checkerboard motif with Valentino’s VLogo Signature. Among the line-up is a playful Le Chat de la Maison edition, available exclusively at Valentino boutiques, Valentino.com and the Vans Oxford Street flagship. Available on Valentino.com from today, the sneakers will launch across Valentino boutiques, Vans.com and the London flagship from 19 September. By pairing Vans’ skate heritage with Valentino’s luxury edge and amplifying it through an AI-driven campaign, the collaboration signals how fashion houses are using emerging tech to push both creative storytelling and brand identity. That said, not all in the fashion world is embracing AI. Earlier in July, the industry’s uneasy flirtation with artificial intelligence took centre stage in the pages of Vogue, when a Guess advertisement featuring an AI-generated model ignited backlash on social media. The two-page spread in Vogue’s August issue featured a blonde model styled in striking editorial looks, but a small line of text revealed: “Produced by Seraphinne Vallora on AI.” The model did not exist. Created by Seraphinne Vallora, an AI-driven creative studio co-founded by designers Valentina Gonzalez and Andreea Petrescu, the campaign aimed to democratise high-fashion visuals through design-led AI tools. Instead, it drew criticism from fans who voiced disappointment at both Guess and Vogue for sidelining real models, intensifying the debate over creativity, labour, and beauty standards in fashion. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.  Related articles:  Outrage erupts as Vogue runs Guess ad with AI-generated model  Luxury goes pop: How music videos are the new catwalks for high fashion brands How luxury pop-ups are redefining exclusivity source

Global marketing agency TEAM LEWIS has appointed Danny Lim (pictured) as director of its Singapore office, strengthening its leadership presence in the region. In his new role, Lim will lead client strategy, business development, and team management, delivering innovative campaigns for local and international clients, with a focus on expanding TEAM LEWIS’s technology portfolio. In tandem, Lim will grow the agency’s work in mobility technology, covering automotive, smart infrastructure, alternative transport, and emerging mobility brands. His appointment reflects TEAM LEWIS’s commitment to investing in top talent and driving growth across Asia-Pacific, according to a statement seen by MARKETING-INTERACTIVE.  Lim brings more than 20 years of experience across integrated communications, public relations, digital marketing, and journalism. Before joining TEAM LEWIS, Lim spent nearly seven years as director of IN.FOM, according to his LinkedIn. He also served as director of APAC corporate communications at Fortinet, where he oversaw media and analyst relations, social media, customer references, and industry awards across 13 markets. Don’t miss: Leading the charge: TEAM LEWIS’ Keso Kendall on work-life balance and collaboration During his tenure, he led regional outreach programs, major events, and communication launches in new markets, while providing strategic counsel to business leaders. His efforts helped strengthen Fortinet’s social media presence in APAC and raise its profile with key analyst firms including Gartner, IDC, and Frost & Sullivan. In addition, Lim previously was associate director at Hill & Knowlton Singapore, and held positions at CMP Business Media, Eastern Publishing Limited, and Singapore Press Holdings. “Clients are looking for deeper consult in this new AI-driven world of content overload. Getting attention and demonstrating relevance can be a challenge. That’s why we have launched a number of solutions globally to better support our clients across sectors. I look forward to working closely with Lim and the team to roll these out and see the impact they will have for our clients,” said Pamela Tor Das, VP, Singapore and emerging markets, TEAM LEWIS. Speaking on his new role, Lim said, “I am excited to join TEAM LEWIS at a time of rapid change and opportunity in the communications industry. I look forward to working with the talented team in Singapore to help our clients navigate the evolving media landscape and better harness AI and integrated comms to achieve their business goals.”  Lim’s appointment comes on the back of a series of wins for TEAM LEWIS across the region. In Malaysia, Malaysia Airports (MAHB) has renewed its engagement with TEAM LEWIS Malaysia to lead public relations and social media strategy for its commercial services division, a partnership aimed at enhancing the retail experience for travelers across the country’s airports. At the time, the agency said that the ongoing collaboration reinforces its position as a trusted communications partner, helping craft narratives that align with Malaysia Airports’ mission to connect people, places, and possibilities. TEAM LEWIS’ work spans integrated PR, digital storytelling, and event support, all designed to highlight the vibrancy and value of the airport retail journey. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.  Related articles:   TEAM LEWIS scores a hat-trick of global technology wins      Team Lewis wins Shangri-La Australia PR and influencer brief            TEAM LEWIS strengthens Malaysia ops, houses global hub    source

This post is sponsored by Ant International. Ant International has been appointed the inaugural Foreign Institution Partner (FIP) of China’s Cross-border Interconnection Payment Gateway (CPG), under the guidance of the People’s Bank of China and the Payment & Clearing Association of China. Ant International and Alipay are the largest players in the CPG scheme with the largest number of card networks and wallet partners, the broadest use cases and the biggest business volume. The new CPG scheme is designed to raise connection efficiency and improve system stability for overseas payment partners. Its timely launch opens a safe and smoother highway for these partners to access the Chinese market. Alipay+, the cross-border payment and digitisation service under Ant International, will leverage this new direct connection set-up to accelerate the growth of its partner ecosystem to expand its global coverage. This will enable an even more convenient and secure travel experience for international consumers while helping international wallets connect their digital growth networks to 80 million Alipay merchants across China. As a unified wallet gateway, Alipay+ now partners with 36 eWallets and eight national QR payment schemes and payment systems worldwide, connecting over 100 million merchants to 1.8 billion consumer accounts. Chief executives from leading international wallet companies testing the seamless payment system in China. As the FIP with the broadest fintech coverage in the new CPG scheme, Alipay+ now enables seven major international bank card brands and users from 12 countries and regions to scan-and-pay transactions in the Chinese Mainland. On top of that, Alipay+ also has various technology partnerships with over 20 eWallet and payment networks across Asia, Europe, and other regions. Eric Jing (fourth from right), chairman of Ant Group and Ant International, and Cyril Han (third from right), CEO of Ant Group, celebrating China’s top international consumer destinations with card and wallet partners. Alipay+ has built extensive partnerships with government-sponsored mobile payment schemes in emerging markets to support national agendas for digitisation and inclusive growth. Eight national QR schemes and payment systems are developing an active international presence via Alipay+, including SGQR (Singapore), PayNet DuitNow (Malaysia), ZeroPay (South Korea), Bakong (Cambodia), NCHL/FonePay (Nepal), LankaPay (Sri Lanka), QRIS (Indonesia), and HUMO (Uzbekistan). The Asia Pacific region reported a US$9.8 trillion in eWallet transaction volume in 2023, accounting for nearly two-thirds of the global total. It also has the world’s highest eWallet penetration rate. About Ant International With headquarters in Singapore, and operations across Asia, Europe, the Middle East and Latin America, Ant International is a leading global digital payment, digitisation and financial technology provider. Through collaboration across the private and public sectors, its unified techfin platform supports financial institutions and merchants of all sizes to achieve inclusive growth through a comprehensive range of cutting-edge digital payment and financial services solutions. To learn more, please visit https://www.ant-intl.com. About Alipay+ Ant International’s Alipay+ is a unified wallet gateway with cross-border payment and digitisation services that help connect global merchants to consumers. Consumers enjoy seamless payments, a broad choice of deals and the convenience of digital services using their preferred payment app/eWallet while travelling abroad. Many small and medium-sized businesses already use Alipay+ digital tools to enhance efficiency and achieve omni-channel growth. source